IS YOUR COMPANY’S INTERNAL COMMUNICATION STRATEGY PROACTIVE OR REACTIVE?
Company communications departments can choose to take the initiative or be prepared to react when unexpected events occur. There is no one strategy that is better than the other, each has its advantages, so combining the two is always a good option.
Internal communication includes those actions that are aimed at employees, with the aim of promoting dialogue between the different areas of the company. What is the main objective? Obviously, to improve the company’s results. It is a way of integrating and motivating employees and avoiding talent drain. It is undoubtedly one of the best strategies for greater participation and understanding, as well as improving the working environment.
When a company works well on internal communication, employees know the companies better and are able to understand and improve their performance. Most companies, especially larger ones, take internal communication very seriously, as they are aware that the company will only be as strong as the level of communication between its employees.
Taking the initiative with internal communication has its advantages. This option allows us to set a communication style, establish consistency in messages and make the company’s culture and criteria explicit. When we anticipate, we can offer the recipients behavioural guidelines and keys to interpreting the facts. But as with any strategy, there are also certain drawbacks. You cannot let your guard down at any time and it is crucial to have all your communication tools ready to go into action at any time.
If, on the other hand, the company opts for a reactive strategy, it will also have its pros and cons. It is essential to have a well-trained team with the necessary procedures and channels to act quickly. It is true that reactive action often shows an idea of defensive communication, which is why it is not always perceived in the best way by some employees.
The best advice is to choose to offer combined strategies and keep your team prepared for both situations. The ideal way for the department to function is to always have fluid and constant communication, even when “nothing is happening”. You don’t have to wait until there is tension between the different members of the company, but you also don’t need to be present, from the management, in the day-to-day life of everyone. It is important to keep them informed of the day-to-day and to seek a balance. If you only communicate in times of crisis, this can generate unease and suspicion among employees.
There are 3 keys that help to improve a company’s internal communication: active listening, analysis and reflection. It is necessary to keep your ears open, especially at key moments for the organisation and for individuals. You must analyse the messages received, bearing in mind that there are factors that can distort the information received. Finally, it is key to reflect on this message in order to give the clearest and most accurate idea possible.
Companies with a good internal communications team will always have the opportunity to get it right in difficult times for the company, regardless of whether their strategy is proactive or reactive.